Seasonal Messaging
with a Deeper Connection

CHALLENGE

Family Dollar shoppers are three times more diverse than any retailer. So the retailer was well-poised to enhance their place in the hearts and minds of shoppers with a Black History Month program. But how to make their FIRST such effort authentic and ownable to local Black Communities?

SOLUTION

No story of Black America’s past, present, or future can be told without mentioning the Black women doctors, lawyers, inventors, mothers, aunties, sisters and others who’ve long toiled behind the scenes. And we wanted to help Family Dollar do for them.

We asked shoppers to nominate She-Roes in their community so we could celebrate Black Herstory.

We also leaned into Family Dollar’s history with Boys & Girls Clubs of America, and their strong relationships with vendor partners relevant to Black families, to create connections between the retailer, vendors and the local community.

Celebrating She-Roes in the Community

Every Community Needs A Hub

Landing page on FamilyDollar.com was a seasonal hub for content, education and Herstory nominations. We highlighted stories of woman and their contributions, including leaders in CPG, retail, manufacturing and the BGCA.

TELLING HERSTORY THROUGHOUT
THE SHOPPER JOURNEY

To build momentum and drive in-store, we featured Herstory in circulars, digital inserts, and social media, highlighting manufacturers with Black leaders or that make products for the Black community, and those that donated a portion of February proceeds to BGCA programs supporting Black Club girls.